LINE@生活圈的涉入程度對購買意願之關聯性研究－以科技接受模式為基礎

Research on the Correlation Between the Degree of Involvement of LINE@ Life Circle and Purchase Intention－ On the Basis of Technology Acceptance Model

劉宥均(Yu-Chun,Liu)

指導教授 ： 李國瑋

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2019年)

摘要

隨著科技進步及臺灣電信業大力推展4G以來，國人對電子產品的使用習慣從電腦轉換到手機和平板的行動通訊裝置。對於社群網站和電商平台購物也日趨熱絡，消費習慣的重心從實體通路轉移到虛擬電商通路。
本研究以Davis（1989）所提出的科技接受模式（Technology Acceptance Model, TAM）作為理論基礎架構，以LINE社群通訊軟體使用者的角度探討來LINE@生活圈的涉入程度、知覺有用性、知覺易用性、使用態度及主觀規範對購買意願之影響，希望研究結果可以提供使用LINE@生活圈電商平台的店家作為參考。抽樣方面，本研究以國內行動通訊軟體LINE使用者作為研究對象，透過便利抽樣法共回收電子問卷306份，有效問卷297份，有效回收率為97.06%。
本研究透過敘述性統計、信度分析、效度分析、迴歸分析及變異數分析針對研究假設進行驗證。研究顯示：涉入程度、知覺有用性、知覺易用性、使用態度與主觀規範對LINE@生活圈的購買意願產生顯著正向影響。

關鍵字

LINE@生活圈 ； 科技接受模式 ； 涉入程度 ； 購買意願 ； 主觀規範

並列摘要

With the technological advances and the vigorous promotion of 4G by Taiwan’s telecommunications industry, the Chinese people have changed from computers to the mobile communication devices, such as mobile phones and tablets in the aspect of usage of electronic products. Shopping on social networking sites and e-commerce platforms has also become increasingly popular, and the consumption has focused on the physical channel rather than the former virtual e-commerce channel.
This research used the Technology Acceptance Model (TAM) proposed by Davis (1989) as the theoretical infrastructure, and discussed the influence of the degree of involvement, perceived usefulness, perceived ease of use, attitude toward using and subjective norms of LINE@ life circle on purchase intention from the perspective of LINE communication software users. It is hoped that the results of the research can be used as a reference for stores that use the LINE@ life circle e-commerce platform. In terms of sampling, the users of the mobile communication software LINE of Taiwan were taken as the research subject. A total of 306 electronic questionnaires were collected through the convenient sampling method, including 297 valid questionnaires. The effective recovery rate was 97.06%.
This research verified the research hypothesis through descriptive statistics, reliability analysis, validity analysis, regression analysis and analysis of variance. The research showed that the degree of involvement, perceived usefulness, perceived ease of use, attitude towards use and subjective norm have significant positive influences on the purchase intention for LINE@ life circle.

並列關鍵字

LINE@ life circle ； Technology Acceptance Model ； degree of involvement ； purchase intention ； subjective norm

參考文獻

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